Data shows UK vodka shoppers have increased their research into the origins of the brand, according to a media marketing agency.
New data from Mediavision and Kingston University has shown British vodka drinkers have increased their online activity to find out exactly where their favorite brands are coming from, in response to Russia’s invasion of Ukraine .
Louis Venter, CEO of MediaVision, said that although the import of Russian vodka brands was sanctioned by the UK, drinkers were doing their research from the moment Russian troops set foot in Ukraine.
He said: “The data suggests that vodka is still a popular drink among UK consumers, but they want to be seen as doing the right thing while enjoying their favorite drink.
“This will benefit non-Russian vodka brands, and it will be interesting to see if this is a long-term trend or an emotional moment.”
According to Mediavision data, in the past month since the start of the Russian invasion, online searches for the term “vodka brands” have soared 490.83%.
At the same level, online searches for “Russian Standard vodka”, a Russian brand that is now on the UK boycott list, increased by 412.85%.
“Searches for Stolichnaya vodka” and its new moniker “Stoli,” a useful new image to water down any perceived connection to Russia, jumped 117.48% and 90.45% respectively.
At the same time, vodkas of international origin, such as “Smirnoff vodka”, owned by the British Diageo, increased by 177.74%, Sweden’s “Absolut vodka” increased by 16.25%, while searches “Polish Vodka” increased by 86.41%. over the past month.
The analysis was carried out by online search expert MediaVision, using its proprietary Digital Demand Tracker tool which analyzes search data from AdWords and Google Trends.
Mediavision also found that searches for “vodka cocktails” fell by 59.75%, while online interest in “sunflowers”, Ukraine’s national flower, increased by 19.10%. .